Escaping the crowd: An experimental study on the impact of a Virtual Reality experience in a shopping mall

• Published in: Computers in human behavior Vol. 77; pp. 437 - 450
• Main Authors: Van Kerrebroeck, Helena, Brengman, Malaika, Willems, Kim
• Format: Journal Article
• Language: English
• Published: Elmsford Elsevier Ltd 01.12.2017; Elsevier Science Ltd
• Subjects: Attitudes; Between-subjects design; Consumer behavior; Consumers; Crowding; Effects; Escapism; Irritation; Shopping centers; Shopping mall experiences; Shopping malls; Virtual reality; Shopping mall experiences; Crowding; Virtual reality; Escapism

Crowding is largely associated with negative consumer outcomes such as shopping irritation and lower levels of shopping pleasure, less positive attitudes and less satisfaction toward the crowded store or mall. While previous research demonstrated the alleviating effect of slow music and greenery on...